London – Clothing brand Heresy’s spring/summer 2018 campaign uses 3D scanning to show its latest collection.
The project, led by Studio Crême, explores the brand's core themes, such as British mysticism and folklore, in a new context. 3D-scanning technology enabled the studio to swap human models for avatars and then juxtapose these figures with a range of vernacular hand-made ceramics and ancient symbols in a surreal digital mash-up. Drawing inspiration from the brand’s archive of arcane objects and books, the creatives also collected ‘bizarre reference imagery for everything from ancient stone circles to traditional pagan festivals’ to create the piece. ‘We wanted the whole campaign to have a sense of the unreal about it,’ says Studio Crême co-founder Jack Featherstone.
Heresy is just one example of a brand exploring how digital avatars can act as brand ambassadors. For more on why avatars may be the key future fashion influencers, read our microtrend.